The Korean automaker's two new 30-sec spots take dead aim at German (rival?) automakers BMW and Mercedes-Benz and a tiny little swipe at Lexus (also rival?). Smugly touting their new 375hp V8, Hyundai is obviously trying to appeal to a more demanding clientèle and taking a little bit of an understated approach to the whole glitz-and-glam we normally expect from big budget big game ads. We think there will be quite a few people second-guessing their luxo-badge-snobbery come Sunday. And hey, does it seem like Hyundai's finally picked a front grille for the Genesis?

Ford has little competition in the Super Duty realm. Lined up against competing trucks from Dodge and Chevrolet, the Ford's internals are undeniably beefier. With substantially larger water pumps, radiators, engine mounts and bolts, there's no doubt the Ford is tougher. While the metal bits make up the Super Duty's bones and guts, Ford also blasts its largest full-size rig with hardcore development testing on Silver Creek, a quarter-mile straight shot on Ford's proving grounds, meant to simulate a lifetime of hitting giant pot holes, rocks and bumps most drivers hit only once every few thousand miles.

The directions for driving across Silver Creek are simple: hold the wheel with a firm, but relaxed grip and keep the speed at a steady 20 mph. The execution is much more difficult. From the first bump, your right foot is thrown into a struggle to find the gas pedal, while not accidentally smashing it to the floor. The steering wheel is prone to doing whatever the hell it wants, so when we reach the end of the course (rather than allowing the bumps to throw the truck off the road) it's tempting to call it a miracle. Reliving the violence of the drive in your head has shock absorbers busting through their mounts and suspension bits snapping in half, yet the Super Duty doesn't even show signs of a rattle after passing down Silver Creek. In fact the course is so intense Ford test drivers are limited in how often they can drive it due to medical concerns. During development, a single truck must survive the drive across Silver Creek more than 600 times before sign-off.

Off-road, the Super Duty performs well. After several hours of rain that have turned the course into peanut butter, the single-axle F-350 has no problem muscling through mud pits and crater-ridden trails. Its length is certainly a burden, making it far less nimble than any real off-roading machine. Still, it did well approaching steep hills and through short dips, never bottoming out.

We also took an F-450 Super Duty equipped with dualies over a hilly road course pulling a trailer 4,000 pounds shy of its 24,000-pound towing capacity. With Tow/Haul mode engaged, the Ford hangs onto revs longer and downshifts earlier when you put on the brakes to help slow things down. With the 6.4-liter diesel making 650 pound-feet of torque at peak, you're getting serious twist no matter where the tach needle points. Despite the Ford's five-speed Torqshift automatic downshifting at such aggressive points while towing 10 tons, we swear we could hear "Smooth Operator" playing somewhere.

It's a blessing we're not on public roads, since nearly all the journalists in attendance have casually dismissed the lane lines while towing that 40-foot trailer. With the longest Super Duty models stretching nearly 22 feet, you have to start thinking about navigating rather than driving. Turns should be planned well in advance and you'll want to run a few geometry calculations through your head before attempting to park between cars. Ford has made some efforts to make navigating the Super Duty a bit less of a burden. The screen for the optional back-up camera appears in the rearview mirror when you shift into reverse. While the screen is much smaller than the traditional screen in the nav system, Ford's camera includes a dotted line pointing where your truck is headed. Additionally, colored brackets along the edge of the screen help you to gauge how far you are from a wall, your trailer hitch, or Fido. Available power-scoping mirrors slide away from the truck for towing and can be folded in against the truck when pulling into a garage using a simple knob.

On F-350 dualies, buyers can now check a box for the "Fat Boy" option (actually, the sheet will read more like "widetrack monobeam front suspension and extended axle"). The longer front axle cuts the turning radius down from a hulking 56 feet to a slightly-less-hulking and class-leading 50 feet. Step into a Fat Boy-equipped F-350 and crank the wheel as far as it'll go. From the cabin, cones marking the outside of the turning circle disappear from sight in line with the center of the truck, convincing you you're about to send them to a second, flatter life. It's a surprise to get out of the truck and see all of the cones still standing. The Fat Boy option also makes the wheel wells taller and deeper, while adding more dimension to the front fender flares, giving an even tougher look to Ford's ultra-tough truck.

The toughness of the Super Duty is apparent in almost every challenge you can throw at it, from off-roading to towing to car-eating potholes. If you need to haul something or just want a vehicle that you can relentlessly abuse, the Super Duty has your number: $45,000 fully loaded.

For 2008, the brand that even the General's vice-chairman wonders whether they got to in time, is going retro. The company's reintroducing the "Super" designation from the early 1950s. "Super," not to be confused with its hetero-life-mate, "Duper" was the umm...actually we're not sure what it used to be...as near as we can remember and as near as we can tell from the releases, Buick's "Super designation was:

"The name Super, evoking the glamour and elegance of rail travel of the late '30s, harks back to a time when America was on the upswing, having weathered the trials of the Great Depression, but had not seen the horrors of a second world war that was on the horizon."

BUICK LACROSSE SEDAN GETS NEW FACE OF BUICK AND MORE EQUIPMENT STANDARD

NEW YORK - Buick will freshen its 2008 LaCrosse line with the new face of Buick - a front-end design inspired by the Velite convertible concept - and an elevated list of standard equipment across all LaCrosse models.

Like the recently introduced Buick Enclave luxury crossover and Super models, the 2008 LaCrosse features a more distinctive front end. The new design brings the 2008 LaCrosse sedan in line with a common Buick family appearance. The fascia, hood and chrome waterfall grille are new. The 2008 model will also offer four new exterior colors, including: Scarlett Red, Gold Mist Metallic, Dark Mocha Metallic and Dark Slate Metallic.

Inside, the '08 LaCrosse continues to offer a well-equipped, comfortable and quiet interior. More comfort and convenience features are now standard for CX, CXL and CXS models for 2008. The LaCrosse CX, for example, is a richer entry-level car, adding a leather-wrapped steering wheel, theft deterrent system, illuminated vanity mirrors, driver information center personalization and more. All trim levels now have a chrome exterior appearance package, remote starting, XM Satellite Radio, telescoping steering wheel column, redundant steering wheel controls and dual-zone climate control as added standard equipment.

"LaCrosse really started the evolution to the new Buick you see today," said Buick General Manager Steve Shannon. "It introduced a new direction for Buick cars with great design, performance and fuel economy with a premium and quiet interior. Indeed, LaCrosse set the foundation for the new Buick."

The LaCrosse line now offers three powertrains. The CX and CXL trims are powered by the 3.8L V-6, now in Series III form. With more than 25 million sold, it is one of the most proven and reliable engines in the industry. Rated at 200 horsepower (149 kW), the 3.8L features electronic throttle control to improve engine response and optimize fuel efficiency, along with upgrades for quiet operation.

The performance-oriented LaCrosse CXS has a standard 3.6L V-6 with variable valve timing that delivers 240 horsepower (179 kW). The premium, all-aluminum engine features dual overhead camshafts and four valves per cylinder. Its fully variable intake and exhaust valve timing achieves outstanding flexibility, delivering 90 percent of the engine's peak torque where it is most useful, between 1,500 rpm and 6,000 rpm. The 3.6L VVT delivers a market-leading balance of good specific output, high torque over a broad rpm band, fuel economy and first-rate noise vibration and harshness control.

The recently announced 2008 LaCrosse Super introduces a V-8 engine and portholes to the LaCrosse lineup. With the fuel efficiency of a V-6, the new 300-horsepower (224 kW)* 5.3L small-block V-8 with Active Fuel Management (AFM) technology can propel LaCrosse Super from 0-60 mph in 5.7 seconds. GM's AFM engine technology seamlessly switches between four- and eight-cylinder-power to save fuel.

The LaCrosse line is built at GM's Oshawa 2 Assembly, ranked North/South America's top manufacturing facility the last two years, according to J.D. Power and Associates.

The 2008 LaCrosse will arrive in dealer showrooms this summer. Pricing has not been announced.

*Pending SAE certification.

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